Tuesday, 14 August 2007

Dangerous Data

Jason Oke of Leo Burnett Toronto pretty much demolishes the idea that people tell the objective truth during quantitative questionnaires in a post today. It blows up the myth of veracity by demonstrating one of the most flaccid of urban legends. Any study which suggests that men are more promiscuous than women flops miserably by failing to acknowledge two really important factors. Firstly it takes two to tango and secondly many men exaggerate their sexual activity. Or maybe the figures have been 'inflated' by other elements? There's a time and a place for quantitative questionnaires and so in the interests of trying to make them workable I always say quick and dirty is a good rule of thumb.

I make no excuses for making a post with the most puns on this occasion.